Dining out is evolving. With the restaurant industry now worth over £40 billion in the UK alone, more venues are taking inspiration from theatre, television and film to create story-rich, immersive and highly sensory experiences that entice new diners through the door.

The stereotypical image of a holiday masks a much larger variety of desires and options, connected to states of mind, emotions, personal interests and idea of leisure and enjoyment. How much do we still identify with white sands and blue sea?

As experiences – 'memorable events that engage people in inherently personal ways' – become the predominant economic offering, what are the implications for businesses and organisations?

Eating out is no longer just about food and drink. Innovations from apps that trace ingredients to fast-track ordering are shaping service expectations. But can too much seem gimmicky? And should restaurants concentrate on mastering quality ingredients rather than the latest tech?